Press Release

Fanatics Turns Customers into Even Bigger Fans with Oracle CX Cloud Suite

Global leader in licensed sports merchandise turns to Oracle to custom build great fan experiences


Fanatics, the world’s largest online retailer of sports merchandise, has selected Oracle Customer Experience (CX) Cloud suite to help change the way fans purchase their favorite team apparel and jerseys across retail channels. With Oracle Service Cloud and Oracle Marketing Cloud, Fanatics has been able to transform the way it engages with its customers across channels and has launched innovative new customer service initiatives, including its “Jersey Assurance” program.     

Fanatics offers the largest collection of timeless and timely merchandise for sports fans shopping online, on a phone, in stores, in stadiums or on-site at the world’s biggest sporting events. To continue to provide a truly world-class experience to its customer base of passionate sports fans, Fanatics needed to rethink its customer support organization to empower its customer service “athletes” (agents) and “coaches” (supervisors). After evaluating different solutions, Fanatics selected Oracle Service Cloud to modernize its contact centers and launch its new “Athletes Solutions Kiosk” and Oracle Marketing Cloud to get closer to fans.

“One of the things about Fanatics that is core to our business is the Fan Experience and we wanted to make sure that whenever fans contacted us, whether it’s through voice, chat or email, that we would be able to give them a really world-class experience,” said Carolyne Matseshe-Crawford, vice president, fan experience, Fanatics. “We had a very talented group of people, but they were working independently in silos and we knew that had to change. With Oracle, we have been able to bring our team together and deliver a tailored experience so that whenever or however fans contact us, it feels like they are communicating with a friend.”   

Oracle Service Cloud has enabled Fanatics to break down legacy customer service silos and take advantage of a unified, omni-channel service solution that combines web, social and contact center experiences. With the new Oracle powered Athletes Solutions Kiosk, Fanatics has been able to reduce the time required to resolve fans’ questions, drive consistent engagement across channels and provide a more personalized and friendly fan experience.

In addition, Fanatics has been able to launch a new “Jersey Assurance” program that offers fans the opportunity for a free replacement jersey, if the active pro player switches teams within 90 days of purchase. Oracle Marketing Cloud has enabled Fanatics to further personalize the fan experience by tracking and analyzing fan behavior across channels and devices to create tailored, engaging and seamless fan experiences.  

“Sports fans have an emotional bond with their teams and they expect that passion to always be understood and respected,” said Stephen Fioretti, vice president for CX engagement solutions, Oracle. “That expectation raises the bar for customer experience professionals, but the Fanatics team easily meets it as they are incredibly passionate about sports, and everything they do focuses on the customer. With Oracle Service Cloud and Oracle Marketing Cloud, Fanatics now has the technology needed to break down the barriers that were getting in its way and deliver the best possible customer service across channels.”

Oracle Service Cloud and Oracle Marketing Cloud are part of Oracle Customer Experience (CX) Cloud Suite, which empowers organizations to take a smarter approach to customer experience management and business transformation initiatives. By providing a trusted business platform that connects data, experiences and outcomes, Oracle CX Cloud Suite helps customers reduce IT complexity, deliver innovative customer experiences and achieve predictable and tangible business results.

For additional information about Oracle CX, follow @OracleCX on Twitter, LinkedIn and Facebook or visit

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Kimberly Guillon
About Oracle

The Oracle Cloud offers complete SaaS application suites for ERP, HCM and CX, plus best-in-class database Platform as a Service (PaaS) and Infrastructure as a Service (IaaS) from data centers throughout the Americas, Europe and Asia. For more information about Oracle (NYSE:ORCL), please visit us at

About Fanatics

As the global leader in licensed sports merchandise, Fanatics is changing the way fans purchase their favorite team apparel and jerseys through an innovative, tech-infused approach to making and selling fan gear in today’s on-demand culture. Powering multichannel commerce for the world’s biggest sports brands, Fanatics offers the largest collection of timeless and timely merchandise whether shopping online, on your phone, in stores, in stadiums or on-site at the world’s biggest sporting events.

The company powers the Fanatics, FansEdge, Kitbag and Majestic brands, while also offering the largest selection of sports collectibles and memorabilia through Fanatics Authentic. A multi-faceted, mobile-first company, Fanatics operates more than 300 online and offline stores, including the e-commerce business for all major professional sports leagues (NFL, MLB, NBA, NHL MLS, NASCAR, PGA), major media brands (NBC Sports, CBS Sports, FOX Sports) and more than 200 collegiate and professional team properties, which include all MLS teams and several global soccer clubs.

In addition to e-commerce, the company’s capabilities include multichannel-integrated event and team retail across all leagues and major events around the world, such as the Kentucky Derby, Ryder Cup, NFL games in London and NHL’s Winter Classic; international capabilities through its Fanatics International division that provides a global sports retail platform; and an in-house merchandise division that is a licensed partner of all the major sports leagues and helps fans express passion through a broad range of styles, designs and jerseys created under both the Fanatics and Majestic brands. Fanatics’ vertical manufacturing engine is built for the on-demand economy and brings much-needed agility to the industry, better servicing today’s passionate sports fans and their growing real-time expectations with more unique and innovative products readily available across retail channels.


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Kimberly Guillon

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